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Write a Business Plan:
Hooking Readers with the Executive Summary

The executive summary of your business plan is your first chance to convince readers of the viability of your business and it may also be your last chance. If the executive summary, a one or two page section that opens your business plan, does not hook readers, it is unlikely that they will read any further. Here are some tips on how to be sure your executive summary will serve its purpose:

Make It Complete

The executive summary should be complete in the overview it presents of the entire business plan. This means that every section (as each section is important to the overall argument the plan presents) should be summarized in a paragraph or so. The main thrust of each section should be included, such as the customer segments you will target, the competitive situation you face and the competitive advantage you will create. If a step is left out, readers will be left to puzzle and probably assume you have not thought it through.

If any aspect of the plan is a bit unusual - for example, marketing to a niche which many people aren't aware even exists - then this deserves some additional time. Include citations to reports or statistics from reputable sources when possible.

Make It Concise

The executive summary should have any redundancies and unnecessary language removed. It should fit within two pages and even one page if possible. To be sure that the summary is as concise as possible, read it over a number of times with trimming in mind and consider how to cut it down without losing the flow or content within.

Make It Formal

The executive summary should use the same formal, professional style as the rest of the plan. It should not sound like the cliche of a bad used car salesperson. Investors will be convinced by the logic of the argument, the opportunity you've spotted, and the talent of your management team, and not by your pushiness.

Finish Your Plan Today With Our Business Plan Template!

If you want to create your own business plan quickly and easily, we now offer an easy business plan template that allows you to develop a professional business plan in hours or days, not weeks or months.

Visit this link to learn more:

OR, We Can Develop Your Plan For You

Our professional business plan consultants can create your entire business plan for you. We will make sure your business plan is sound and ready for investors so you can continue to focus on running your business.

To speak with a Growthink business plan consultant, call 800-506- 5728 or complete the form below.


Thank you very much for all of your hard work. We are very pleased with the final result of the business plan and the PowerPoint - say congratulations on a job well done and that you can use us a reference for any future clients. We will definitely look to utilize Growthink's services in the future as we build our company.

Bryan Langslet

Without Growthink’s professional help, we would never have been able to create an effective business plan. Growthink not only did deep research on our business environment, but its representatives also listened to us and refined their analysis to include what we had found out through experience. We would recommend Growthink to any start-up business which does not have a professional business plan developer on staff!

Howard Brown
Laptop Mini Mart

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